Adaptation

Adapt or die. That’s the pithy mantra of brand-spanking-new label Adaptation. In the case of creator Ali Fatourechi, adapting also happens to mean embarking on a major, new independent passion project. Fatourechi is best known as the architect behind Genetic Denim, founded in 2007, is now back with a range inspired by what he sees on the streets of Los Angeles every day, an offhanded mixture of surf, skate, punk, two-tone ska, and hip-hop. This artisanal new line of Cali-cool pieces like denim and tees is entirely conceived and produced in his hometown and taps into the abundant talent of his friends and community.